Tuesday, 23 February 2016

Promotion patterns

The information gathered from the interaction with a small sample of MSMEs and traders to understand their Promotion pattern (promotion through TV channels, hoardings, radio, newspapers and exhibitions) that is who needed most to advertise is :

The same categories of industries/business followed the same pattern for promotion of their businesses (methods of advertising) and their need to spend on ads (in their expenditure) was also somewhat same (although expenditure varied depending on their business capacities like micro, small and medium). For example Jewelers followed the same pattern of promotion/advertising and expenditure, rice company followed the same pattern of promotion/advertising and expenditure, garments and textile traders followed the same pattern of promotion/advertising and expenditure.

The demand for ads can be found with the jewelers, bread and confectioners manufacturers, chemicals and detergent powder and soap manufacturers, food and beverages industry, marts, motor service dealers, automobile dealers, offset industry, textile and garments traders, hotels (hotels especially in holy places), and rice manufacturers (to some extent). Many of these businesses like automobile dealers, motor service dealers, jewelers, garments businesses were giving ads through radio, newspapers and hoardings. Handicraft business also required exhibitions to have more footfalls in their showrooms in addition to other methods of promotion.

There were seasonal ads given by jewelers, garments and textile traders. The ad requirements was there during festivals like Dusshera, Diwali, marriage seasons, special occasions, and also into the middle of these festivals/occasions and for companies special offers.

For rice industry as rice is a commodity product and not a consumer good and as rice is a staple food, so ads were not required. The industry were giving ads for festival greetings for trade channels , distributors and retailers so that people get to know about them. Also there were company salesmen promoting their products.

Logistic business - Ads were given just for the sake of goodwill and to make the market aware of their presence.

Iron and Steel industries, sanitary item suppliers, paints and hardware businesses did not require ads because of the nature of their business. They were into trading as dealers of big companies and the big companies themselves did all the advertisements for their products.